CONTINENTAL GOES NUTS-LITERALLY

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Continental Airlines is raising the lowly peanut to new heights.

The carrier's no-frills domestic operation, nicknamed CALite, in June will get a new name, Advertising Age has learned, and the moniker is likely to include or play off the peanut, the industry's symbol of low fares.

Continental inherited the Captain Peanut logo from predecessor Texas International Airlines. Peanuts also have a positive role in Southwest Airlines' advertising, while ads from some rivals, including Kiwi International Air Lines, Midway Airlines and ValuJet Airlines, poke fun at goober fares.

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